“The more customers who purchased the product provide feedback, the more accurately the star rating reflects the experience of all purchasers,” is how Amazon spokesperson Angie Newman put it, without directly referencing fake reviews.Īmazon does not provide many specifics about how a product’s overall star rating is calculated, other than stating that it is not a simple average but instead uses “machine-learned models” that take into account factors such as how recent the rating or review is and whether it was a verified purchase or not. And as the new rating feature attracts more and more feedback from verified buyers, it’ll get more expensive for schemers to buy enough phony reviews to try to break through the noise. That barrier alone creates one hurdle that will make the new rating system harder to game, since Amazon does allow written reviews from non-verified buyers.
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It’s only available to customers who have actually purchased the item from Amazon - “verified” buyers. The new one-tap feature asks customers to select from one to five stars for a product. But in certain categories, a flattering review of a bad or faulty product can be flat-out dangerous. On one end, fake positive reviews can simply lead to the purchase of poor-quality merchandise and distrust among shoppers.
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Amazon has also filed at least five lawsuits related to fake-review schemes over the last five years. Last year, the Federal Trade Commission brought its first case involving paid fake reviews, settling a complaint against an Amazon seller who purchased fake five-star reviews for a weight-loss supplement. The new rating feature arrives at a time in which fake product reviews have been attracting more attention from the media, regulators, and Amazon itself as more consumers conduct more of their shopping online. “For brands, this means the black-hat review clubs and sellers will have less impact, as fake reviews as a percentage of legit reviews should decrease.” “As the number of ratings increase, customers can see a larger set and thus a more accurate rating,” said Patrick Miller, co-founder of Flywheel Digital, an agency that helps large consumer brands sell on Amazon. But some industry observers believe another indirect impact of the change will be a significant increase in authentic ratings that will make it harder for fake reviews to break through the noise. And new products are generating feedback on Amazon sooner, the company says, which could be a boon for new brands and sellers. The change has already led to an increase in overall customer feedback, a competitive advantage that Amazon has over many of its biggest brick-and-mortar competitors. The online retailer quietly introduced one-tap ratings for product reviews late last year, making it possible for shoppers to provide a star rating without needing to write a review to accompany it.
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Originally posted on PCMag's Security Watch blog.Fake reviews still exist on Amazon, but the dominant online shopping platform recently made a big change that might help drown them out instead. Receipt generators are not new, but in the past I've seen them pushed as a tool for creating fake expense reports to scam your own employer.Ī YouTube demo of the Amazon tool is below. "Finally, the program seems to add some random digits on the 'Visa: payment method' section in payment information." Check the orange order number at the top, because those are randomly selected from a set of looping numbers every time the scammer clicks on the 'Order Number' button – again, something either the seller or Amazon should be able to check," Boyd wrote. "You should be able to confirm with Amazon that no purchase was ever made. Those who doubt the authenticity of receipts they might receive should cross-check their records with those kept by Amazon.
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"However, it seems this program has started a little wave of imitations." "The careful seller has little to worry about – many of the items in the fake printout are convincing as a whole, but once you start digging into the details a little bit it quickly falls apart," Boyd wrote.